PENGARUH ENTREPRENEURIAL MARKETING TERHADAP KINERJA INOVATIF PELAKU IKM MUTIARA LOMBOK DENGAN VARIABEL MODERASI PENDAMPINGAN INDIKASI GEOGRAFIS

Abstract

The current national priority scale is on Small and Medium Industries, where one of
the things that needs to be strengthened in the government program is so that
industrial players are included in the protection of Geographical Indications. For the
Province of West Nusa Tenggara, one of the Small and Medium Industries that was
given geographical indication assistance was Mutiara Lombok. These Small and
Medium Industries come from a group of pearl cultivation entrepreneurs and trade
associations/pearl craftsmen. This study aims to analyze the influence of
entrepreneurial marketing on the innovative performance of Small and Medium
Industries Mutiara Lombok actors and analyze the role of geographical indication
assistance as a moderating variable. The approach used is a quantitative approach
and collects data by means of a questionnaire. The locus of this research is the island
of Lombok with the object of research being the Mutiara Lombok Small and Medium
Industry. The research population was 78 people from the Mutiara Lombok
Geographical Indication Protection Institute with a sample of 66 people.
The analytical method used is descriptive analysis and Structural Equation Modeling
analysis with WarpPLS approach. The results show that entrepreneurial marketing
has a significant effect on the innovative performance of Small and Medium Industries.
As a moderating variable, geographical indication assistance plays an important role in increasing the influence of entrepreneurial marketing on the innovative performance
of the Small and Medium Industries. This research proves that the better the
Entrepreneurial Marketing of the Small and Medium Industries Mutiara Lombok actors
accompanied by Geographical Indication Assistance, can improve the innovative
performance of the Mutiara Lombok Small and Medium Industries actors.